AN INVESTIGATION INTO THE INFLUENCE OF ONLINE ADVERTISING ON CONSUMERS PREFERENCE FOR TOURISM PRODUCTS (A STUDY OF SELECTED HOTELS IN OSHIMILI SOUTH –DELTA STATE)

Abstract

The study examined the influence of online advertising on perceived preference behaviour for tourism products. The research used descriptive study that adopted online survey using 204 copies of well structured, closed ended questionnaire of 5-point Likert scale to illicit responses. The unit of the population consisted of staff and tourists of selected Hotels in Oshimili South, Delta State. The data were analysed with the help of Pearson product moment correlation to determine the relationship existing among variables.. The results indicate that there is a strong relationship between perceived value of online interaction and online behaviour. It further showed that there is a strong influence of level of technology expertise and online perceived behaviour of tourism products. There is a moderate correlation between goal impediments and online perceived behaviour toward tourism products.. There is also a strong correlation between availability of broadband internet connection and online perceived behavior. Even ease of access to computer relates to perceived behaviour of tourism product. It however concluded that the study, online advertising has strong influence on consumer preference for tourism product.